Open Social is Open For Business

OpenSocial South America Tour 2008 OpenSocial is Open for Business Google APIs Evangelist: Patrick Chanezon Paris - San Francisco API Evangelist - OpenSocial Checkout, AdWords Software plumber Java geek… in scripting rehab: Ruby, JavaScript, PHP, Python Open Source: ROME, AdWords (Java, C#, Ruby) Sun: Blogs, Portals, eCommerce Netscape/AOL: LDAP, Calendar, App Servers, CMS, MyNetscape (RSS) More on my blog http://wordpress. chanezon.com Links and slides at http://del.icio.us/chanezon/ Google APIs (Circa November 2006, Mainz) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 14 Google APIs on http://code.google.com… and counting! Google Data API Calendar API Maps API AdWords API Blogger API Data APIs Desktop SDK Earth (KML) Enterprise APIs Homepage API Related Links Sitemaps Talk (XMPP) Toolbar API Web Search API Google APIs (Circa May 2007, Buenos Aires) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 32 Google APIs on http://code.google.com… and counting! Checkout API Data API 8 services Maps API AdWords API Ajax Search API Ajax Feed API Desktop SDK Enterprise APIs Homepage API YouTube API Sitemaps Talk (XMPP) Toolbar API Google Web Toolkit … Google APIs (Circa September 2007, San Francisco) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 37 Google APIs on http://code.google.com/apis… and counting! Checkout API Data API 8 services Maps API AdWords API Ajax Search API Ajax Feed API Desktop SDK Enterprise APIs Homepage API YouTube API Sitemaps Talk (XMPP) Toolbar API Google Web Toolkit … Google APIs Today Why are we doing do it? (Circa April 2008, Redwood City) Our mission (it has not changed): “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves N Google APIs on http://code.google.com/apis… and counting! Let’s script it so that I can reuse this slide wget http://code.google.com/more/ -q -O - | grep products-short-desc | wc -l 55 Including 3 Platforms Making the web better by making it social Why? What does Social mean? Eliette what do you do with your friends? This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- Raoul: a social object for Charlotte (3 year old) Jaiku’s Jyri Engeström's 5 rules for social networks: social objects 1. What is your object? 2. What are your verbs? 3. How can people share the objects? 4. What is the gift in the invitation? 5. Are you charging the publishers or the spectators? http://tinyurl.com/yus8gw How do we socialize objects online without having to create yet another social network? Brands are Social Objects Borges on Walled Gardens "To enclose an orchard or a garden is common, but not an empire" About Chinese emperor Shih Huang Ti and the great Wall of China Jorge Luis Borges, "The Wall and the Books", Selected Non Fictions Google APIs Guide: Hal Varian OpenSocial is a straightforward application of chapters 8 and 9 of his 1998 book "Information Rules" “Standards change competition for a market to competition within a market” Network Effects Lock-In and Switching Costs Standards OpenSocial A common open set of APIs for building social applications across multiple sites Standards-based html+javascript Open: OpenSocial Foundation OpenSocial Foundation http://opensocial.org/ Keep the specification Open Specifications discussed on Public Google Group Will probably use the IETF process Why should you care about OpenSocial? Developers/Brands: Distribution >200 Million users Social Sites: Features Users: More applications Gartner Technology Hype Cycle OpenSocial Hype Cycle OpenSocial Trends: Yahoo! Creating a Standard like OpenSocial is a Social endeavor This work by Eliette Chanezon is licensed under a Creative Commons Attribution- Integrating Community Feedback This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- This work by Eliette Chanezon is licensed under a Creative Commons Attribution- A standard for everyone This work by Eliette Chanezon is licensed under a Creative Commons Attribution- How does it work? 10 minutes to an OpenSocial app One API, Many Websites One API client-side JavaScript - version 0.7 ready for production standard Web development tools: HTML + Javascript server optional server-side REST (initial proposal under review) Google proposal based on Atom Publishing Protocol AtomPub and JSON Many Websites every OpenSocial website exposes the same API ==> more users for every app ==> more apps for every user Core Services People ("who I am", "who are my friends") Activities ("what I'm doing") Persistence (state without a server) Demo OpenSocial Online Resources Specification http://opensocial.org Technical demo http://code.google.com/p/opensocial-resources/ OpenSocial Applications On Orkut, hi5, MySpace Social Applications Monetization Several business models possible (cf Dave McClure Web 2.0 Expo 2008 presentation) AdSense Brand the App (brand advertising) Free -> Freemium Refferals Sell virtual or real goods (ex: MixBook) Brand Advertising on Social Applications (See RockYou's Ro Choy Web 2.0 Expo 2008 presentation) OpenSocial for Brand Advertising Has started on Facebook already Many brands planning for OpenSocial now Leverage viral channels offered by Social Platforms Companies that can help agencies create these apps RockYou: leader on US market Mentez Globant Bling Bling: Marketing and Monetizing Through Social Applications April 2008 Slides from Ro Choy, RockYou Presented at Web 2.0 Expo Marketing Opportunities with Social Applications Successful marketing for social media should focus on social applications: 1. Application content integration Integrating brand or product as part of user experience Example: Likeness quiz, virtual gifts, greeting cards, virtual actions, etc 1. Sponsorships or branding of applications App takeover or skinning w/ possible promotion Example: Skin application w/ sweepstakes or contest 1. Custom social application building & distribution Build a social app for advertiser and/or distribute it through social network specific ad networks Example: Build, viral tune, launch, and seed an app recruiting users from RockYou’s leading ad network jumpstarting viral spread of app 1. Rich Media Application Integration & Application Takeovers Click-Through Rate Social Networks (1) Web (1) Average RockYou Ads Best RockYou Ad Campaigns (1) Business Week (2/7/2008) Application Development and Promotion Some rules of thumb from Context Optional. Frictionless: simple, less is more Audience: on Facebook for their friends Communication: integrate into the viral channels Engagement: hook users to return regularly Business model: design with monetization in mind Objective: establish goals and success metrics Obvious: make each page’s purpose clear Keep working: develop, test, repeat Online Advertising Growing Social Advertising Growing 3x Faster Global Online Media Advertising ($Bn) Global Social Networking Advertising ($MM) CAGR: 22% CAGR: 65% Source: eMarketer Context is the key to social application monetization High context High virality Apps add context to social networks. Social Applications Social apps are viral Low context High virality High context Low virality Search is not viral Low context from photo browsing Contextual targeting Virality / Hypertargeting Monetizing Social Media Application Cross-promotion CPI (Cost per Installation) = $0.30-$0.50 Selected Customers: Agency-sourced Branded Advertising CPM (Cost per Impression) = $2.00 - $10.00 Type of Ads Using CPM: Branded Ads, Takeovers, App Integration Selected Customers: Direct Response and Lead Generation CPA (Cost per Action) Type of Ads Using CPA: Mobile Offering, Education, Finance Selected Customers: Virtual Goods, Micro-transactions & Subscription Agency-Sourced Branded Advertising Agency-Sourced Branded Advertising Direct selling is required - work with ad rep companies to help source agency relationships Alloy Media & Marketing Clearspring Appsavvy Agencies are looking for new, materially impactful experiences for their clients (same as the regular web) Application takeovers Niche demographic reach or custom content Performance Productize the offerings of your application/site Agency-sourced campaigns range from $30K to $150K spend International brand marketing can be significant UK/Europe Canada South America Internal resources are needed to support agency work Ad operations Reporting OpenSocial for Publishers/Media Socializing Content: Problem and Opportunities Problem email + password protected urls -> Hard to socialize around content Opportunity Tribune de Geneve example: viral adoption, fun, branding OpenSocial for Publishers: Distribution Distribute your content to 200+M users Move your content to where users spend their time Get users more engaged with your content Leverage the viral channels while staying in control OpenSocial for Publishers: Monetization Social sites determine the monetization policy Hi5, MySpace, you can monetize on canvas page A lot of experimentation needs to happen in the next 6 months: YOU should experiment! OpenSocial for Publishers: Socialize your site Leverage Social Networks directly from your site You need a REST API for that Proposal in public Forum: comment on it You can leverage MySpace proprietary REST API now to experiment Conclusion: OpenSocial is a great opportunity for Publishers OpenSocial is an open standard to make the web more social The whole web Different types of sites: mainstream, professional, enterprise International Publishers should leverage this new opportunity to distribute their content, make it more engaging, and monetize it. Google OpenSocial Platforms Orkut and iGoogle 2nd social network in the world >60M users Big in Brazil and India Use case: self expression, communication Status: OpenSocial available for users in India since last week Directory limited to 19 applications for now Orkut Stats http://www.orkut.com/MembersAll.aspx Orkut Policies Viral Channels Only ActivityStream for now Security makeRequest uses RSA See PHP sample to validate signature Monetization Advertise on Canvas Pages Use any Advertising Network Keep proceeds for yourself Respect the T&Cs http://code.google.com/apis/orkut/docs/orkutdevguidelines. html#monetization iGoogle Users iGoogle was the fastest growing Google product in 2006 and 2007 iGoogle has tens of millions of users worldwide. More than 20% of visits to the Google homepage in the U.S. are to iGoogle. iGoogle is available in 42 languages and over 70 countries. Approximately 50% of iGoogle users are in the U. S., with large user bases in the U.K., France, Japan, Germany, Canada, Spain, Italy and the Netherlands. iGoogle Developers Users have added more than 100,000 unique gadgets to their iGoogle pages. Currently there are over 47,000 gadgets (up from 9,000 in Q3 2007) and 200,000 feeds available in our public directory for users to add to their own webpage, in addition to their iGoogle page. All gadgets are free. http://www.google.com/ig/directory?synd=open Our top developers include a Database Specialist from the University of Southern Maine, a stay-athome mom from Utah, and a computer science major from Puerto Rico. iGoogle Social Sandbox launched yesterday 4/21 For developers, Friends manager gadget Social Content Platform as opposed to a social network Helping you filter your information consumption: using friends to help you discover and filter as opposed to communicate and self express Use Cases: media, commerce, games games and twitter should work well, throwing sheep won't work iGoogle Social In iGoogle Viewer=Owner, main difference with Orkut "I talk about social networks as performance spaces- Orkut is Karaoke, iGoogle is watching a concert. You want it to be clear which one you are doing." Kevin Marks, OpenSocial Developer Advocate iGoogle Policies Viewer = Owner Key difference between iGoogle and Orkut AppData 10Kb Viral Channels sendMessage soon Monetization Ads on the Canvas pages Home/Dashboard view is private Conclusion: OpenSocial is open for Business OpenSocial is making the web more social The current version 0.7 is in production Developers can start creating social applications today Orkut, Myspace, Hi5 open to consumers now Orkut in India now: Brazil real soon! Social sites: implement OpenSocial get Shindig and start planning Advertisers: create brand advertising Apps now Media: get your content more social Hackathons Hacker’s Marathons: Pizza, Beer and Code Worldwide: Bangalore, Mexico, Buenos Aires, London, Mountain View, … With partners: OpenSocial hackathons with MySpace, Hi5,SixApart, … Hackathon in Buenos Aires in May - Mentez contest in Brazil A two day developer gathering focused on pushing the boundaries of web applications. May 28-29, 2008 San Francisco Learn more and register at http://code.google.com/events/io Globant and OpenSocial Globant worked on Google Checkout: excellent tech work, we became friends Involved in OpenSocial Trusted Testers: created cool apps Created an OpenSocial practice: build apps and containers for social sites Questions